Coon Cheese has announced its new name after facing a backlash from critics who claimed it was racist.

The iconic dairy products brand will be known as CHEER Cheese from July, its owner Saputo Dairy Australia confirmed on Wednesday.

The decision to change the name came after a “careful and diligent review of a sensitive situation” by the company after activists called for the long-running brand to be dumped.

“Our decision to change the name of Australia’s much-loved cheese reinforces this commitment to build a culture of acceptance, inclusion and respect where everyone feels a sense of belonging,” the company said in a statement.

“CHEER Cheese is a cheese for everyone, and we trust our valued consumers and those who are new to our products will embrace this new name.”

You can expect to see CHEER products with the new name and packaging on supermarket shelves from July.

What do you think of the new name?